Vivo Pro Kabaddi League is getting brand traction by the day. Weeks before the fifth season – the biggest ever – gets going, two premier brands are in the process of closing the deals to associate with one of the best commercial sporting brands in the country.
Castrol – British global brand of industrial and automotive lubricants offering a wide range of oils, greases and similar products – and the Aditya Birla Group’s Ultratech Cement – India’s biggest cement company and India’s largest exporter of cement clinker – are all set to join the Pro Kabaddi League sponsor list. The formal announcement is expected soon. The deals, according to a source closely working on the agreements, are in the range of Rs 6-7 crores each.
In addition to title sponsors Vivo; TVS, Bajaj Electricals and Nissin are already on board for PKL Season 5. While deals for Castrol and Ultratech Cement are said to have been closed, more announcements are expected over the next two weeks, before the PKL band wagon starts rolling on July 28.
Kabaddi has emerged as the best commercial property after cricket in the Indian sports business sphere. PKL with the Vivo signing has already created a bench mark for the most expensive ‘title sponsorship’ for non-cricketing sports in India.
Group-M ESP Properties paper INDIA SPORTING NATION IN THE MAKING – IV has described kabaddi as THE STORY OF 2016. According to the report, PKL generated Rs 100.0 crore split between its two seasons with 15 central sponsors on board, 6 of which stayed invested across both seasons.
The league, with two seasons integrated into one, this year has grown bigger in all aspects – more teams, more matches and much longer duration. The 12-team league will span over 13 weeks and over 130 matches played across 11 States – making PKL the largest league in terms of participation and reach.